This 1950’s. Language and marketing both have very

This essay will examine how popular American marketing campaigns
have changed since the 1950s, and how they have progressed from using gender
specific to gender-neutral language. Marketing campaigns in the 1950’s had a
very specific approach as to how their message was conveyed to consumers. The
use of language and visual representations of this period testify to
provocative and sexist language. Currently, 21st century campaigns are trying
to discard these set gender norms in order to reflect a more fluid approach
into the future. Examples of this can be seen in the new Louis Vuitton
advertisement that features Jaden Smith in a skirt, the new Barbie Moschino
doll, and the Selfridges fashion campaign that is breaking down stereotypes and
working towards a more gender-neutral approach. Marketing campaigns from the
1950’s is no longer relevant in today’s society due to the stereotypes that
they adhere to, though there are still some brands that continue to incorporate
these classic gender stereotypes. According to recent research, gender
stereotyping and its influences are fading in today’s society. A recent survey
confirms popular belief that gender shouldn’t define us, and that individuals
shouldn’t feel obligated to conform to traditional gender roles. In this essay,
there will be an analysis of the language used in the 1950’s campaigns as well
as present campaigns. There will also be an analysis of how language has
changed throughout the years in order to reflect social norms. With this
investigation, I have thus created my research question “To what extent have
marketing campaigns moved from gender-specific language to gender-neutral
language since 1950?” I am interested in researching how language has evolved
and how brands are trying to move forward to reflect changing perspectives on
gender. My information is found from a variety of websites, books and articles
from the 1950’s through to the current period.


While marketing campaigns have been around for many years, their
influences have grown over time, especially since the 1950’s. Language and
marketing both have very strong influences on people’s action and their
behavior.  Making the investigation of
language and advertising important to our understanding of cultural and social
trends. The English language continues to change, evolve, and adapt to the
needs and uses of its speakers, this is reflected in both print and television
advertising. Words in the English language are constantly being generated or
made obsolete, reflecting the values and cultural influences in the American